Five o’clock isn’t necessarily quitting time for all techs, stylists, and massage therapists. Salons and spas across the country have started tapping into new markets by staying open late — and not just 7 p.m. late, but 9, 10, or even 12 a.m. late.

Ten years ago any nail tech would have called you crazy if you said you were opening a salon that offered only natural nail services. Today, successful natural nail salons are servicing a growing clientele, and most are doing it with very little marketing.

A new breed of nail salons is popping up in trendy neighborhoods across the country. Offering great services at affordable prices is the key business strategy for owners of these boutique nail salons. And consumers are undeniably drawn to these hip locations. What could be better than reasonably priced cuteness?